1. KG Consultants Philip Morris Case Futurist Analysis April 14, 2006 Glenn Kouri _Katie Lehane_ Kate Saul _Kim Truba_ Greg Williams

2. History Philip Morris –Cigar importer –First tobacco shop opened in London (1847) Over the next 50 years…. –The becoming of Philip Morris & Co,. Ltd

3. History Joseph F. Cullman and the Marlboro brand –From last to first in the industry Profitable Acquisitions –Miller Brewing Company, Kraft General Foods, Kraft International Foods, and General Foods International Global Expansion –Philip Morris International

4. Competition Reynolds Brown & Williamson Lorillard –Camel, Winston, Salem, Doral, Newport, and Kool

5. So how does Philip Morris differentiate itself from its competitors?

6. Tobacco Agreement The Master Settlement Agreement (MSA) -Philip Morris -state attorney generals in 46 states -4 states -other tobacco suppliers

7. Limitations Forbids and restrictions -participation in targeting youth -advertising, marketing, promoting programs and activities -cartoons -transit vehicles -outdoor advertising

8. Targeting the Youth state attorney generals responsibility in promoting to “adult-smokers” -21 years of age with proper ID -$600 million

9. Marketing in the media use of cartoons billboards, signs, arcade games advertising on public transportation products in television shows and movies selling of merchandise

10. Changes in Marketing magazine covers cut advertising by almost 100% direct mail - verify age - information regarding products and merchandise

11. Subsidiaries: Cigarettes Leading manufacturer of cigarettes in the U.S. Owns $70 billion dollars of cigarette industry Cigarette Companies run by Philip Morris Ind. –Marlboro –Virginia Slims –Benson & Hedges –Merit –Parliament

12. Beer Industry Brands under Miller Brewing Company: Miller Lite Miller High Life Milwaukee’s Best Lowenbrau Sharps

13. Food Industry Foods sold under Kraft general foods, Kraft International & General Foods International Kraft Cheeses Maxwell house coffee Louis Rich turkey Oscar Mayor lunch meats, hot dogs, bacon

14. Food Industry Cont. More food brands: Louis Kemp seafood Products Post cereal Jell-O Kool-Aid Sealtest dairy Breyers Dairy

15. Financial Services Named Philip Morris Capital Corporation Offers services for major equipment leasing programs for customers and suppliers

16. To remain successful the CEO decided to set goals for new products such as meeting consumer trends, expanding geographically and manufacturing globally.

17. How has the company developed?

18. Direction of Philip Morris Introduction of website in 1999 Surgeon’s General Warning

19. Strategic Developments Company mission and goal Success measurements –Align with society –Exceed consumer expectations –Create long term value Altria Group became parent company in 2003 –philosophy

20. Legal Issues 2003 lawsuit of Philip Morris defrauding “Light” smokers 2005 decision due to the Federal Trade Commission

21. Financials 4 th Quarter Market Share of 2005 was 50% Altria’s stock price as of April 10,2006 was 70.04 Quarterly dividend of.80 per common share 2005 Earnings from continuing operations went up 15%

22. What steps should be taken in the future?

23. Recommendations In the past Philip Morris has primarily focused on tobacco industry Integrate more business from other markets -Promote other markets Restore company’s image and continue cigarette awareness ads

24. Questions?